Recession Proof Email Marketing (OMS Chicago 2009)

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Recession Proof Email Marketing presentation from the Online Marketing Summit (OMS) in Chicago

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Recession Proof Email Marketing (OMS Chicago 2009)

  1. 1. RECESSION PROOF EMAIL MARKETING Online Marketing Summit Chicago 27 May 2009
  2. 2. DJ Waldow @djwaldow <ul><li>Married, no children </li></ul><ul><li>Dog, 3 cats </li></ul><ul><li>Michigan, NY Giants </li></ul><ul><li>Beer, coffee, people </li></ul><ul><li>Former middle school teacher </li></ul><ul><li>Current Director of Best Practices & Deliverability at Bronto </li></ul>
  3. 4. Saving the World in 45 Minutes <ul><li>What You Want to Know </li></ul><ul><li>The Good News, The Bad News </li></ul><ul><li>More Good News </li></ul><ul><li>The Secret to Successful Email Marketing </li></ul><ul><li>Other Thoughts </li></ul>
  4. 5. Flickr Photo: a2gemma
  5. 6. The Good News <ul><li>Email is cost effective </li></ul><ul><li>Email has a killer ROI </li></ul><ul><li>Anyone can send email </li></ul>
  6. 7. The Bad News <ul><li>Email is cost effective </li></ul><ul><li>Email has a killer ROI </li></ul><ul><li>Anyone can send email </li></ul>
  7. 8. HUH?
  8. 9. Good News Email is cost effective “ Discussions with marketers and vendors indicate that CPM sending costs are at their lowest levels in years” Forrester (2009)
  9. 10. Good News Email is cost effective <ul><li>Email spend in 2009 </li></ul><ul><li>eMarketer (2008) </li></ul>$488 million % of email marketers who agreed email is the most cost-efficient marketing tool at their company Forrester (2008) 66%
  10. 11. Good News Email has a killer ROI *more than 2x search and other marketing channels DMA And Reality… Year ROI 2008 $45.06 (actual) 2009 $43.52* (proj) 55% of respondents expect ROI from email to be higher than any other channel. Datran Media (2008) Perception…
  11. 12. Good News Anyone can send email 47% of marketers planning to boost their traditional marketing budgets this year Aberdeen Group (2009)
  12. 13. Good News Anyone can send email <ul><li># of marketing emails sent by U.S. retailers and wholesalers </li></ul>158 billion (2008) 258 billion (2013) Forrester (2008)
  13. 14. Good News = Bad News Email marketers are motivated by low-CPM tactics that conflict with relevancy. Untargeted email that does not involve the use of dynamic content and more advanced features will continue to enjoy lower CPM (cost per thousand) sending costs than their more sophisticated counterparts, since these advanced email marketing features are typically associated with premiums. Additionally, email marketers are often motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs. However, such practices often conflict with best practices such as reducing list sizes to weed out dormant subscribers, the use of relevancy to dictate frequency, and the notion that email marketers should be rewarded based on subscriber engagement rather than list size. (Forrester, 2009)
  14. 15. Good News = Bad News <ul><li>Low-CPM tactics conflict with relevancy </li></ul><ul><li>… motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs </li></ul>Email marketers are motivated by low-CPM tactics that conflict with relevancy. Untargeted email that does not involve the use of dynamic content and more advanced features will continue to enjoy lower CPM (cost per thousand) sending costs than their more sophisticated counterparts, since these advanced email marketing features are typically associated with premiums. Additionally, email marketers are often motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs. However, such practices often conflict with best practices such as reducing list sizes to weed out dormant subscribers, the use of relevancy to dictate frequency, and the notion that email marketers should be rewarded based on subscriber engagement rather than list size. (Forrester, 2009)
  15. 16. <ul><li>More </li></ul><ul><li>Good </li></ul><ul><li>News </li></ul>
  16. 19. The Secret to Successful Email Marketing
  17. 20. The Secret to Successful Email Marketing Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them “… delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)
  18. 21. The Secret to Successful Email Marketing &quot;I DELETE ALL OF THAT JUNK EMAIL!&quot; But wait. Many consumer are saying…
  19. 22. The Secret to Successful Email Marketing THE PERFECT EMAIL IS LIKE THE PERFECT MEAL
  20. 23. Timely
  21. 24. Timely
  22. 25. Targeted Flickr Photo: biskuit
  23. 26. Targeted
  24. 27. Relevant
  25. 28. Relevant
  26. 29. Relevant
  27. 30. Relevant
  28. 31. Subscribers Who’ve Asked
  29. 32. Subscribers Who’ve Asked
  30. 33. Subscribers Who’ve Asked
  31. 34. Subscribers Who’ve Asked
  32. 35. Subscribers Who’ve Asked <ul><li>Top 4 Reasons You Know Your List is NOT Opt-In: </li></ul><ul><li>You don’t know where your list is from </li></ul><ul><li>Your boss sends you an email list of 10k+ and says, “send this now!” </li></ul><ul><li>You exported your email list from Gmail, Outlook, or some other web based client </li></ul><ul><li>After you send to your list, you get a high number of complaints (>1%) </li></ul>
  33. 36. Other Thoughts… <ul><li>Provide Incentive </li></ul><ul><li>Meet the consumer where they are </li></ul><ul><li>Retention. Retention. Retention. </li></ul><ul><li>Integration w/ all channels. NO SILOS! </li></ul><ul><li>Provide more support for EM Mktg Team </li></ul><ul><li>Prove value to C’s (speak their language) </li></ul>
  34. 37. Follow Up <ul><li>Bronto </li></ul><ul><li>DJ Waldow </li></ul>@Bronto Blog.bronto.com @djwaldow [email_address]

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